Strategic Direction
Compel Americans to Rethink What They Drink by creating the first-ever Healthy Beverage Guidelines, a guidance system to help consumers choose healthy beverages as part of a balanced diet.

Campaign
The first-ever Healthy Beverage Guidelines, created by a panel of nutrition experts, was published in the American Journal of Clinical Nutrition in March 2006. A 360-degree campaign led by PR launched the guidelines and educated consumers about tea's role in a healthy lifestyle. Elements included: publicity blitz, ads in USA Today and top-tier newspapers, advertorials, Web sitelet with materials for consumers & influencers, ads in influencer publications. Additionally, we leveraged scientific support for green and black teas and a presence at fitness and nutrition conferences throughout the year to help better educate dieticians and fitness professionals. Finally, we partnered with nationally-ranked pro cycling team TEAm Lipton to embody and communicate health and vitality messages through local & national media relations.

Results
100 million media impressions, including CBS Early Show, USA Today and Washington Post, NBC and Web MD. We also reached more than 5,500 influencers at five national conferences. TEAm Lipton's race schedule spanned more than 150 events in 28 states March through October - and more than 40 million media impressions.